Comms chiefs from LG, Britannia, Ikea, Diageo back earned media as AI chatbots displace search
At India Communication Summit 2026, leaders from LG India, Britannia, Ikea India, Diageo, Reliance and Somany Ceramics argued authentic press coverage still anchors brand trust and Gen Z resonance even as AI assistants reshape discovery, with 84% citing earned media's continuing edge.
At India Communication Summit 2026, comms leaders from LG, Britannia, Ikea India, Diageo, Reliance and Somany debated earned media's role as AI chatbots replace search, arguing authentic press coverage still anchors brand trust and Gen Z resonance.
Why this matters
Signals an industry-wide pivot in PR strategy as generative AI disrupts search-led discovery, with major Indian and global brands publicly defending earned media's role in trust-building.
Leadership signals steady at 78 in the last 90 days, reflecting sustained executive voice on brand strategy.